A year in designing for blue collar jobseekers in India
1. Focus on how users read
Design is all about communication. If your products are unable to convey right information to the users, they will eventually fail to perform desired functions.
So, should we build our apps in native languages? — sure, if you have the bandwidth to do so. But often in big countries like India, where there are thousands of languages spoken across the nation, this becomes difficult. For products displaying fairly large amount of content, the cost of translation shoots up. And again, there’s danger of information getting lost between translations.
So first, try to understand how your users perceive information
Thanks to social media, most of our audience do understand short and simple english keywords — Like, Share, Comment, Location, etc. They frequently use these words in everyday conversations. Hence, while reading, users look for such familiar words in the sentence, link them with context of your product and build best possible story around it. Believe me, that’s dangerous!
A recent example of this would be ‘Active 2 days ago’ tag on our Job Cards. Which essentially represents how active a particular employer is. But, during user testing, I found out that the job seekers were perceiving this information as — ‘Job will be active in 2 days’. That’s exactly opposite to what we’re trying to say!
So, we replaced tag with one word — ‘ ⚡️Active’. As a result, we saw nearly 30% rise in number of applications on active jobs. Our users don’t mind if company was active an hour before or days. They just want to know which companies are actively hiring.
So in general, better content leads to better adoption.
Designers often take Call To Action buttons (CTAs) for granted. CTAs work as navigator for your users to guide through your application. Keep content of these buttons as simple & predictable as possible. Present actions users expect and understand in the context.
For example,‘Buy now’ button for product page, ‘Apply’ for job details, ‘Share’ for social media content. A lot can change by replacing complex content such as ‘Schedule Interview’ with ‘Book Interview’. Keep It Small and Simple.
So the summary would be:
- Focus on how your users read.
- Keep your copy short and simple.
- (Even if you translate it) Use familiar words from day-to-day conversations and commonly used applications.
- Try to provide appropriate context possible using icons and images.
- And most importantly, test your content variety of users.